To highlight the fact that it offers menus in braille, agency Metropolitan Republic in Johannesburg came up with a brilliant idea for hamburger restaurant Wimpy. It created 15 "braille burgers," using sesame seeds to spell out what was inside (for example, "100% Pure Beef Burger Made for You.")

It then delivered them to 15 people in three of South Africa's biggest institutions for the visually impaired, filming their reactions to create a viral spot.

Wimpy claims it reached 800,000 visually impaired people via social media with this effort.